Social media for property developers
Two accounts, two jobs. LinkedIn is where land, funding and partners are decided, and it works through the owner’s face, not the company logo. Instagram is where the buyer watches the works go up until the show home opens. Measured in leads from social. Never likes.
A 30-minute video call. The audit document and the 90-day plan.
A feed full of renders that convinces nobody
Blue skies, a couple laughing on a terrace, a caption ending in “your new home awaits”. It is the same post every developer publishes, so it reads as advertising and gets treated as advertising. Meanwhile the crane, the concrete pour and the first floor plate —the things a buyer actually watches— never make it to the account.
Social
Owner and company LinkedIn, three posts a week
Written in the owner’s voice about land, permits, costs, sales pace and the decisions behind them. This is the account investors, landowners and partners read.
Development Instagram, four pieces a week plus stories
Site progress, specs, floor plans, the neighbourhood and open days. Shot as construction, not as a brochure: the works are the content.
Content calendar tied to the works
Milestones planned around the actual schedule —foundation, structure, façade, show home, handover— so the account has something real to say every week.
Community management on the sales question
Comments and DMs answered and routed to the CRM. A “how much is the two-bed” in a DM is a lead, and it is treated as one.
Leads-from-social report
Traffic, forms and DMs attributed to each account. Reach and followers appear as context, never as the result.
How it runs
- 01
01 · Split the two accounts
The owner’s LinkedIn and the development’s Instagram get different audiences, different jobs and different metrics. Mixing them is why most developer accounts say nothing to anyone.
- 02
02 · Capture on site
A shooting plan against the works schedule so there is material before it is needed. Site footage ages badly when it is chased after the fact.
- 03
03 · Publish and reply
Three posts a week on LinkedIn, four pieces plus stories on Instagram, and every commercial question answered and logged in the CRM the same day.
- 04
04 · Cut what does not produce
Monthly review by format. The format that brings traffic and DMs is repeated; the one that only brings reach is dropped without ceremony.
What changes
Landowners and partners arrive already knowing who the owner is.
The development account books visits instead of collecting followers.
Buyers watch the works go up and turn up to the open day already convinced.
Social has a cost per lead you can put next to the portal’s.
Who we work with
Property developers
New-build is the speciality of the house. Show home visits, not likes.
Estate agencies
Win the listing before the seller calls three agencies.
Proptech
Demand for software whose buyer is a developer, not a CTO.
Funds & servicers
Selling a portfolio unit by unit without a brand nobody trusts.
Sales agencies
You are judged on sales pace. So is the marketing.
Construction & architecture
Your buyer is a developer, and they hire on evidence.
Questions
Does the owner have to appear?
On LinkedIn, yes, and that is the whole point of the channel. The posts are written for them and approved by them, but a company account with no face gets read as a press office and ignored.
Do you run paid social too?
Paid amplification of what already works organically, yes. A media budget on top of a feed that produces nothing only makes the nothing arrive faster.
We do not want to show unfinished works.
Then the account has nothing to say for two years. Construction shot properly builds more trust than a render, because the buyer can see the schedule being met.
What about likes and followers?
They go in the report as context. The vocabulary of this house is leads, visits, off-plan reservations and sales, and social is judged on the first two.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.